More and more young people in Chinese cities are choosing to order takeout and watch videos on their phones while they eat. Whether in dormitories or offices, picking up a takeout order, setting up a phone stand, and tuning in to the latest video from a favorite uploader has become a daily routine for many.
The millennial and Gen Z users, who make up nearly 80% of Bilibili’s user base, have found it to be one of the best “meal companion” platforms. The average mealtime of 10-20 minutes aligns perfectly with the duration of most videos on Bilibili.
This trend has made Bilibili a favorite platform for food and beverage brands to advertise on. Many choose to collaborate with uploaders on content and engage in brand crossovers, rather than just running simple advertisements.
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